The Mexican food chain calls attention to the horrors of assembly line food production in a short animated ad.
With hopes to promote the Millennial goals to eat better and healthier, Chipotle put together an animated short highlighting the problems associated with large-scale livestock production.
Throughout the video, Chipotle wants people to break free from the branding of Big-Food, to be skeptical about brands that constrain themselves. “The Scarecrow” is a short three and a half minute animation that features a scarecrow navigating his way through the dark, shadowy world of industrial foods, which is both deceiving and unethical. Fiona Apple’s cover of “Pure Imagination” from Willy Wonka and the Chocolate Factory serves as the perfect background music to contrast the disturbing truth of the factory farming system.
Chief marketing officer, Mark Crumpacker says,”we’re trying to educate people about where their food comes from” so that the public can understand the large impacts of the food industries.
Promoted alongside the film, an iOS game was developed to spread Chipotle’s message even more. The company is also giving away up 1 million free burritos to customers who successfully finish all four levels of the game.
Get a sense of the concerns yourself: